It seems that these days few and far between are big name designer not teaming-up with the likes of Target, Kohl’s, or H&M for a diffusion line. The latest to join the crop is Matthew Williamson who will design a capsule collection for H&M in this coming spring with an expected April 23rd delivery followed by another range of both women’s and menswear in mid-May.
A spokesperson told WWD that the collection will be carried in about 200 stores with the second delivery hitting all 1,700 H&M stores. The fact that there are two shipments is unique, but whether or not it will create less commission than Rei Kawakubo’s Comme des Garcons collection for the Swedish retailer remains to be seen.
The foray into menswear is a first for Williamson, who recently left his designing post at Emilio Pucci to focus on his namesake collection, but we can likely expect lots of loud, bright colors and prints, along with loose silhouettes – just in time for springtime beach season.
Williamson was quoted in Vogue UK as saying that “it is an incredible opportunity to be working with H&M, creating a ‘Matthew Williamson for H&M’ capsule collection. I love the fact that H&M has created a new phenomenon in fashion through the pioneering concept of collaborating with high-end designers to create one-off limited edition capsule collections. I am thrilled that my creations for H&M will be accessible to and hopefully enjoyed by so many people around the world.” As for H&M, their creative advisor Margareta van den Bosch told Vogue UK that “Matthew has such a good eye and a way for working with prints that he mixes up in a new way. When he combines these things, you get a very contemporary London look. He is fantastic with piling on colour – it’s a very stylish collaboration for H&M, and very much in line with the way we’re thinking about fashion for spring/summer.”â€¨
On another note, Williamson is opening his first U.S. flagship in the meatpacking district early next year.